Internet Marketing and Solar Energy Brand Promotion. Dr. Ken Anderson President/CEO Solar Planet, LLC
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1 Internet Marketing and Solar Energy Brand Promotion Dr. Ken Anderson President/CEO Solar Planet, LLC
2 Solar Planet ( specializes in Solar Energy Education on the internet. We partner with solar installers from around the country to provide our national users with prescreened and well qualified solar installers.
3 *The internet is growing exponentially *Old Model = Yellow pages, New Model = Internet. But How?
4 1. Search Engines FREE! Well, sort of 2. Cost Per Click Expect $8 to $15 per click * Facebook Ads, Microsoft AdCenter (Yahoo+Bing), Google Adwords 3. Media Advertising (Monthly cost depends on traffic) * Place ads on relevant websites (i.e. Yellow Pages) * More difficult to find targeted websites * Don t know # conversions right away higher risk * Hard to Geographically Target 4. Social Media Building Network of interested Users! 5. Affiliate Marketing Between $50/lead and $150/lead) * Use referral services Like Solar Planet! * Leverage Nationwide Advertising * Sometimes risky because you don t know the quality of lead
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6 *Search Engines Versus Social Media: The Battle for Dominance *Search Engines: Google (65%), Yahoo(15.9%), and Bing (13.1%) *What Should you focus on?
7 *Onsite Search Engine Optimization (SEO) * Optimizing your website for how the Search Engine s See You * You have control * Different than usability or quality as seen by customers * What do search engines look for? *Offsite Search Engine Optimization * Search Engine s look to see how other websites See You. * Much less direct control * Backlinks are critical! *
8 Onsite Search Engine Optimization (SEO) a. Keywords & Targeted Keywords * Google Keyword Tool Look for terms that people use to search * Examples: Solar Power Systems, Solar Panels, Solar Companies b. Unique Content- Writing for the web c. Headers and Titles contain keywords (not graphics) d. Cross linking between pages with relevant keywords e. Submitting site to Search Engines * Google s Webmaster and Google Analytics give statistics on website/searches/errors etc.
9 Off-site SEO *More Backlinks = More traffic from Search Engines *Backlinks are essentially referrals from other websites: directories, blogs, articles, social media, etc. Example: If you need an cost estimate on installing solar panels on your home, I found this great website that has a free calculator that you can use: Solar Panel Cost Estimates (Note the use of keywords with Link.)
10 Highly Competitive: * Solar Panels 90,500 exact searches/month ($4/click) * Solar Power 33,100 exact searches/month ($5/click) * Photovoltaic 9,900 exact searches/month ($5/click) * Solar companies 1,600 exact searches/month ($8/click) Long Tail Keywords Less competitive but fewer searches * Solar Panels California 480 exact searches/month ($10/click) * Solar Panel Companies exact searches/month ($7/click) Targeted Keywords (better but cost more + more competitive): * solar installers Los Angeles (46 searches/month - $13.67/click)
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12 * Expensive but can be very targeted ($5 to $15/click) * Cost varies based on Quality Score * Search Engines versus Search Network (Adsense) * Getting Better at Local Targeting but still not great * Usually too geographically broad for local installers
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14 1. Media Advertising (Monthly cost depends on traffic) Local Websites (newspapers etc) 2. Traditional advertising (fliers, direct mail, etc) 3. Local Trade Associations 4. Directory Listings * Yellow Pages ($$$ expensive) * Yelp, Angie s list, Craigslist (Free) * DMOZ directory (Open & FREE) * Google Places (Free) 5. Blog Articles Give away helpful knowledge * Free to list, but not geo-targeted * Builds Trust Become the trusted expert * Good for backlinks and Offsite SEO
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16 The Internet has given birth to a new a new philosophy of how to market - giving information away for free. Understanding this is critical to sales & marketing in the 21 st century. Ken Anderson, Solar Planet 1. Facebook, Twitter, Linked In * Share Knowledge, Build Trust, Provide Value * Educate - be a educational leader in social circles (creates word of mouth referrals) * Start Building Network with friends and family * Share ratio: Share about your company 10 to 20% of the time * Read about your industry then share the relevant links * Use Google Alerts to find relevant information, then share the good stuff! 2. Publish and Educate * Articles (blogs Digg, Blogger) * Videos (YouTube) * Webinars (Webx)
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18 Outsource your marketing at least some of it Pros: - National Marketing can access a much larger array of advertising sources: - Broader Search Engine keyword targeting - Trade Journal advertising - Advertising on national websites - Pay per Lead or Pay per sale more expensive but easier to predict ($50 to $150/lead or 3 to 5% per sale) - Highly effective if done correctly Cons: - Trust: Working with trusted lead generation companies is critical - Need a large number of leads to test effectiveness (unless pay per sale) Tips: - Make sure Affiliate offers Money back guarantee (not a sale guarantee) - Respond to the lead quickly - Vet out the Affiliate quality of website, can you contact them?
19 - Cheap domain registration with an excellent control panel for managing all of your domains These are my favorite hosting companies. They are inexpensive and have great customer service - One of the best services online for managing your newsletter. Graphic Design: Designs has created a revolutionary design process where you actually have multiple designers competing to win your bid. So you can have hundreds of different designers creating multiple designs for you and you only have to pay the one you like best. - Create killer promo videos for your product launches. - Another top-notch video producer. - Scott Lundergan is an award-winning Video Producer that can create a wide-variety of videos for your business. Google Keyword Tool The Google Keyword tool is one of the most accurate keyword tools online because Google own a majority of the search market, and therefore a majority of the data. - Hire/outsource programming, SEO, website design, and just about anything else! - Hire/outsource programming, SEO, website design, and just about anything else! - Amazing and cost effective CRM much cheaper than Salesforce. Also does many other business related activities - Webinar Software - Webinar Software Get a google phone number that rings to several phones at once receive messages via
20 Internet Marketing and Solar Energy Brand Promotion Dr. Ken Anderson President/CEO Solar Planet, LLC
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